Sales Pipeline Radio

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Profit Center Marketing

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250-no-guestpng.pngMatt Heinz and Sales Pipeline Radio producer, Paul Roberts talk about Profit Center Marketing. Here's how you know if you are doing it right. IF you can related to any of the next three points, it's time to make a change:

  • If your marketing team is more focused on picking the right t-shirts for an event, rather than driving opportunities into the sales organization.
  • If your marketing department resembles an arts and crafts department.
  • When you report on operational metrics as opposed to business metrics.

CEOs don't care about clicks and retweets, about your open rates and probably don't care about your qualified leads.

So changing the thinking to changing it up to become a profit center requires this type of question: What do we have to do to get a blank check from the CFO of marketing?

"Give me a dollar and I'll make you three." THAT will gain their interest and they will then ask, "How long can you do that? Can you do it every month?" THIS is how you get the blank check. Keep listening. Matt will give you a to-do list to head toward this goal.

 

10 step pipeline performance checklist.

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episode-card-250-pease-10steps.jpgGuest host, Robert Pease went through this pipeline performance checklist. Get your notepad out for this one. A few of the steps included:

1. Understanding our target customer. 
What makes the best customer for the product you sell? What makes for the longest term customer?
The goal is to get into the consumption patterns of this optimal customer. You have to be stingy with sales time and efficient with marketing spend. You don't want to reach out to marginal prospects.

2.Knowing what a qualifying customer looks like.
It isn't just the person who has downloaded your most recent whitepaper. They are most likely not ready yet.

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3. The message that you use. 
Speaking to your ideal customer profile to attract the qualified leads you are looking for. Understanding their problem and provide the solution they are seeking.
Understand a day in the life, the pressure - LISTEN first. 

Be patient with the overall sales process. 07:00

You can't close in the first contact. 07:15



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4. Understanding your Conversion rates. It's not about quantity.
Don't like the numbers? It's either you are not giving them what they expect on the landing page, your content stinks or they were not your target in any way.
5 visits and 3 conversions is better than 100 visits and 1 conversion. This is simple.

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5/6. Follow up and Engaging context.
If you tell someone your going to do it, do it.
If you promised to follow up with information, do it, send it.

You'll need to listen to the full show to get all the tips and explanations.

Trish Bertuzzi: Blurred lines and the distinctions of Inside and Field Sales

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TRISH BERTUZZI President & Chief Strategist

Novelist Jonathan Franzen said, "One-half of a passion is obsession, the other half is love." With that in mind, ask anyone who's met Trish and they'll tell you - she is passionate about inside sales.

Trish often remarks how lucky she is to work with an amazing team at The Bridge Group, helping sales and marketing leaders make the big decisions: on implementation strategy, performance improvement process, supporting technology, and metrics and measurement.

Over the last two decades, Trish has promoted inside sales as a community, profession, and engine for revenue growth. In the process, The Bridge Group has worked with over 200 B2B technology clients to build, expand, and optimize their inside sales efforts.

Through a combination of hard work and timing, Trish and her team's research and ideas have been featured on Inc.com, in Forbes, by associations like SLMA and AA-ISP, and across more than 68 sites in the sales and marketing world.

Author of the #1 Amazon bestseller:The Sales Development Playbook: Build Repeatable Pipeline and Accelerate Growth with Inside Sales

Meagen Eisenberg on Marketing as a profit center…completely change the way you look at marketing

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episode-card-250-eisenberg-profitcenter.I have a very special guest Meagen Eisenberg, who is the CMO of MongoDB. She has just done so many things in the B2B marketing world. We’ve been featuring guest experts on the sales side,so finally we’re going to spend a little time in the next couple episodes on the marketing side of the business and talk particularly to marketers that are embracing revenue responsibility, that are taking advantage of the opportunity from a cost center into a profit center. It’s so important in B2B marketing these days to make sure that what you’re doing is driving to business results,and I can’t think of a better person to feature than Meagen from MongoDB.

Listen to find out what Meagen sees as the trends that will hone how B2Bmarketers focus and where she thinks B2B marketers are going to increasingly need to "lean in" to continue to be successful.  Find out what her marketing stack is and how she built her team. 

Meagen brings more than 19 years of experience in the high-tech industry to her role at MongoDB. She has been recognized as one of the Top 50 most retweeted by mid-sized marketers according to AdWeek and one of the Top 25 B2B Marketing Influencers according to InsideView. In 2014, she won the Marketers that Matter award. Additionally, she won the SuperNova Award in Matrix Commerce from Constellation Research in 2012 and the Marketing Visionary Markie award within the marketing automation field in 2011. Meagen advises for several tech startups and before joining MongoDB, she was the Vice President of Customer Marketing and Demand Generation at DocuSign. She also held previous positions with ArcSight, an HP Company, TRIRIGA (acquired by IBM), Postini (acquired by Google) and IBM. Meagen has an MBA with a focus on marketing and strategy from Yale School of Management and holds a B.S. in MIS with a minor in CSC from California Polytechnic University at San Luis Obispo.

Want to grow? You can’t create something great without the struggle (Aaron Ross)

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Not just a book review,Hear Aaron Ross highlight the seven parts of his new book, "From Impossible to Inevitable". Aaron tells Matt, 
the different parts are really the template for growth that a lot of the fastest growing companies in the world follow.

He also explains why "if you give up too soon, or if you don’t keep taking the steps, that’s the problem people face—or basically unfair self-criticism.You need to struggle. You can’t create something great without the struggle.It’s okay. Everyone goes through that."

I will say, this book is not a culture book. This book is not a management book. It’snot even a sales book. It’s a growth book."

Listen to learn why Matt says he can’t recommend this book enough.From Impossible To Inevitable. You can learn more about the book right now at the website www.fromimpossible.com. You can pre-order a copy.There’s a great set of gifts available to those that download the book in advance. There’s a chance to get some free tickets to the SaaStr conference,there are some other awesome resources available online. So go to www.fromimpossible.com to check it out.

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Reinventing Referrals: A consistent stream of the best with Joanne Black

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  • Would you like to reach every key buyer in one call?
  • Would you like a consistent stream of qualified leads?
  • Would you like a conversion rate of prospect to client of more than 50 percent?

If you answered "yes" to any of those questions, then you're in the right place.

Our guest has written two books, owned her company for 20 years, and has won multiple awards for her social media presence.

When she's not working, she hikes, swims, travels the world, and spends a huge amount of time with the four most amazing grandchildren in the world.

Please listen to the replay with author, speaker, and sales contrarian, Joanne Black!Or, on our blog, starting 2/1/16, listen to and/or read our incredible conversation.
Take Joanne's Referral I.Q. Quiz. It’s 14 Yes/No Questions and a checklist for referral selling. Go to www.NoMoreColdCalling.com and click the link on the home page. The results are anonymous and insightful.

CEOs Listen up: You can pull this off! With Jim Keenan

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Keenan has over 15 years of experience in sales leadership and leading sales team. But that doesn’t get him too excited. He’ll tell you it isn’t much of an accomplishment. Keenan says, “Staying above ground and not doing anything stupid enough that would prevent a company from wanting you to run their sales organization isn’t much to brag about. Staying power isn’t impressive. What is impressive is what one absorbs from their years of experience.”

Listen in for some quick hitting tips to get you started TODAY!

Seller productivity and Pipeline Insights with Conrad Bayer

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In this Q&A Session, Host, Matt Heinz explores customer communications options as it relates to increasing engagement. Conrad Bayer works with early stage enterprise software companies to provide guidance, insight, and leadership to grow the business and build shareholder value. Conrad also possesses a broad range of skills focused on understanding enterprise customers and the engineering background to deliver great software products. Additionally, he has successfully created an enterprise software company which was acquired by Microsoft in 2005 and is currently the CEO and Co-Founder of Tellwise, a communication platform which delivers quality insights to help salespeople sell smarter.


Tellwise is smarter customer communication that drives significantly more customer engagement for sales teams of all shapes and sizes. From field sales and partner channels, to inside sales and customer care, Tellwise delivers a richer, more robust experience that speeds the sales cycle and creates happier customers. Seller productivity. Pipeline insights. Customer experience. That’s Tellwise.

Sales Management Simplified with Mike Weinberg

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Mike LOVE business and LOVES sales. His specialties are new business development and sales management. His passion is creating high -performance sales teams and helping sales leaders, sales teams and salespeople acquire more new clients and net new business.


His latest book is Sales Management. Simplified. – The Straight Truth About Getting Exceptional Results from Your Sales Team, also published by AMACOM) was just released (late September). One sales expert reviewer has called it “arguably the greatest book ever written on sales management,” and “an unequaled blueprint for leading salespeople and building high-performance sales teams.” Learn more more about the book, and get a free download of the Table of Contents, Introduction and sample chapters by clicking here<.

Tools that Can Destroy Your Pipeline with Craig Rosenberg

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Craig covers that showing tools can destroy your pipeline. "Send them a link, show them the product." That's too easy. This can cause friction in the revenue chain. He and Matt discuss common definitions and objectives. If you don't do this, everything else breaks down and failure is inevitable.

Get to know Craig - follow him everywhere:

"I help organizations sell and market more effectively. I am passionate about my customers and their success which has allowed me to create enduring, mutually beneficial relationships over the years.

You can learn more about my view of the sales and marketing universe via my blog www.funnelholic.com and my work on my company blog,http://blog.topohq.com/. I have recently started posting my content on LinkedIn so stay tuned for more."